Digital consumer culture and voting behavior
- Dr Bidit Dey
- Mar 31
- 9 min read
Executive summary
In today's digital landscape, technology fundamentally reshapes our daily interactions and dictates how we access information and engage with our surroundings. It creates a seamless integration between online and offline experiences, revolutionizing our consumption patterns, particularly in political engagement. A significant portion of the population turns to digital platforms for vital information, while political entities strategically harness these channels to mold public opinion. This situation generates a competitive arena of diverse perspectives and narratives that demand attention. This article emphatically asserts that digital platforms serve as powerful tools for political campaigning, decisively influencing voting intentions. However, it is critical to recognize the alarming risk of echo chambers that reinforce narrow political ideologies, thus stifling critical thinking and inhibiting exploration of broader perspectives. Moreover, the insufficient engagement with platforms favored by younger audiences poses a serious threat of political disengagement and fosters the proliferation of biased views. While social media undeniably offers political parties the opportunity to reach expansive audiences, failing to address these pressing issues jeopardizes the very foundations of democratic practices.
Introduction
In our increasingly digital world, the impact of technology on our daily lives is nothing short of transformative. It opens up exciting new avenues for consuming information and engaging with the world around us. Nowadays, digital technology permeates nearly every aspect of our existence, blurring the lines between our online and offline experiences. This ongoing interaction with technology is reshaping our consumption patterns in profound ways. Political engagement is no exception. While many of us rely on digital platforms to access information from mainstream and social media, political parties and influencers harness these same channels to shape public opinion and advance their agendas. This dynamic landscape presents us with a dizzying array of perspectives, ideologies, and narratives, each vying for our attention. However, as we navigate this digital maze, we must remain vigilant. The abundance of choices often includes a troubling mix of disinformation, hatred, and divisive ideologies that can fuel extremism and partisanship. As we engage with the digital world, it’s crucial to discern which voices to trust and which narratives to challenge, ensuring that our political engagement fosters understanding rather than division.
Digital consumer culture
Recent studies targeting consumer behavior have unveiled a fascinating concept: digital consumer culture. Scholars argue that this emerging culture is fundamentally distinct from the traditional forms of consumption in the offline world. Operating within the frameworks of neoliberalism and postmodernism, consumption—and the intricate meanings it imbues in people’s lives—plays an essential role in shaping consumer identity. In a post-liberal environment, consumers can adopt and champion unconventional and even extremist beliefs and lifestyles. While we know the intricate relationships between consumers, brands, businesses, and the ever-evolving market dynamics, it is increasingly evident how the digital realm reshapes daily consumer experiences. The profound impact of this digital shift is how digital consumption remains a distinct area of interest.
The concept of digital consumer culture encompasses the myriad ways individuals engage in consumption through their interactions with digital technologies. This includes the vast landscape of the Internet, the dynamic world of social media, the convenience of mobile devices, and the functionality of diverse apps. The ramifications of this evolution extend far beyond the screen, creating ripples that affect community engagement in both online and offline spaces.
In the digital age, the landscape of consumer interaction with the physical world has undergone a profound metamorphosis, shaped by relentless advancements in technology that have redefined how we use products and experience life. Consider the evolution of information storage: we have journeyed from the clunky, unreliable floppy disks of yesteryear to the sleek convenience of CD drives, the portability of USB flash drives, and the boundless possibilities of cloud storage. Shopping habits, too, have transformed dramatically; many individuals now bypass traditional markets, opting instead for the ease and accessibility of online trading platforms.
As we navigate the vibrant tapestry of online communities fuelled by Web 2.0, the evolving postmodern perspective of consumers is rapidly becoming a lived reality. The internet is not just reshaping how we access information; it is fundamentally transforming the notion of “information scarcity” into a thriving ecosystem of “information democracy” and unwavering “transparency.” Knowledge is no longer hoarded; it flows freely, illuminating pathways for collective understanding and innovation. Prominent celebrities and influential politicians often find themselves facing waves of public criticism for their misdeeds on social media platforms. The rapid rise of blogs and YouTube channels has paved the way for a new breed of micro-celebrities and influencers, who have amassed vast followings and wield significant power to sway public opinion. These passionate bloggers and emerging stars have ventured beyond the digital realm, taking to the streets to champion socio-political causes, as vividly illustrated by the fervent protests that erupted in Tahrir Square, Egypt. It’s clear that today’s consumers, navigating a digital landscape, are more empowered than ever, driven by their heightened expectations for authenticity, alignment with market trends, and their ability to extract value while actively engaging with their communities.
Digital consumer culture extends far beyond the simple act of purchasing goods and services; it deeply influences the ways individuals connect with political ideologies and perspectives. On the surface, consumers may appear to hold the reins of freedom and empowerment, choosing from a vast array of political narratives available in the digital realm. However, a closer examination reveals a more complex reality: meticulously designed digital campaigns have the power to engage with specific individuals, subtly shaping and shifting their opinions. One striking example of this phenomenon is the Cambridge Analytica scandal that erupted during the UK's Brexit referendum and the US Presidential election in 2016. The cases highlight the unsettling implications of targeted political marketing through social media. Reports alleged that Cambridge Analytica harnessed the personal data of millions—essentially plundering the digital footprints of unsuspecting Facebook users—without their explicit consent. This data manipulation played a significant role in influencing not just the Brexit vote but also the trajectory of Donald Trump's 2016 presidential campaign, raising alarming questions about privacy, consent, and integrity of social media-led political marketing campaigns.
Digital consumption and political behavior
Social content stands apart from traditional media, primarily due to its reliance on intricate algorithms that curate what users see. This digital machinery often fosters echo chambers, where individuals are continuously presented with content that mirrors their previous engagements. Unlike the rigid structures of traditional media, social media serves as a dynamic platform where users can challenge established narratives. As a result, social media can shape or reshape voters' perceptions of candidates, issues, and events that often diverge from the stories spun by traditional media.
Digital platforms, mainly social media, are often celebrated as powerful tools for voicing opinions and fostering dialogue. In an ideal scenario, these platforms connect individuals across diverse backgrounds, encourage the sharing of varied perspectives, and uplift the voices of the small, the marginalized, and the otherwise voiceless. They have remarkable potential to nurture democratic ideals and practices, acting as a catalyst for positive change. Research indicates that, in many developed nations, social media is perceived as a supportive ally of democracy, with the United States and France standing out as notable exceptions to this trend (as shown in Figure-1). However, the dynamics can shift dramatically in developing countries or among less educated communities within more affluent nations, where the impacts of social media may diverge from its envisioned role. Here, the digital landscape may present both opportunities and challenges that require careful navigation – reflected in Figure-2
It's noteworthy that social media platforms facilitate discussions on a wide array of topics. In the UK, 21% of discussions and content shared on these platforms pertains to politics. Given that the country has experienced significant political upheaval, including an early election and a summer marked by politically motivated hate crimes, this level of engagement with political issues appears relatively low. This could stem from two main factors: 1) UK politics may not currently captivate the public's interest, or 2) the younger generation, which constitutes the largest demographic of social media users, shows a limited enthusiasm for political matters. This situation presents a paradox; as interest in politics wanes among many, particularly younger individuals, it may become easier for certain groups to utilize social media to influence their target audience by linking or camouflaging their campaigns with more popular subjects like music, sports, gaming, and family. For example, special interest groups often leverage these categories to promote political narratives, as seen in the Brexit campaign, which skillfully tapped into public frustration regarding property prices to fuel anti-EU sentiment.
Mainstream political parties in the UK have primarily focused their efforts on X (formerly known as Twitter). This is puzzling, considering that younger demographics, particularly Gen Z and Gen Y, favor platforms like TikTok and Instagram. It's noteworthy that major parties, such as the Conservatives and Labour, have concentrated their strategies on X, despite it not being the most popular choice among these age groups. Additionally, YouTube has emerged as the most utilized social media platform in the UK in 2024, yet it saw the fewest posts during the 2024 election campaigns. X remains favored by individuals with a strong interest in politics, as it is often regarded as the best platform for sharing breaking news and political updates. This may explain why political parties continue to prioritize their presence on this platform. In the United States, a striking 59% of users on platform X exhibit interest in politics and political issues. This is a notable contrast to TikTok, where only 36% of its users engage with such topics. Meanwhile, Facebook and Instagram users show even less interest, with a mere 26% of their audiences drawn to the political sphere. The disparity highlights how platform X stands out as a hub for politically engaged individuals which explains UK political parties’ investment in the platform.
The influence of digital platforms on political choices and voting intentions is profound. A recent analysis by the BBC highlights the diverse range of sources individuals rely on for information daily. Print newspaper readership is declining as many people now opt to access news online, often through their social media channels. Consequently, digital platforms have become the primary source of information that shapes individuals' political preferences and voting intetions.
In the United States, the political landscape is deeply influenced by campaigns and interactions on social media. Beginning with Obama and further amplified by Trump, the impact of social media usage by politicians during election seasons has been significant. The pronounced polarization linked to political ideologies and the pervasive toxicity in politics are often seen as consequences of both the utilization and misuse of social media. According to Pew Research, when surveyed about their preferred sources for news, approximately half of Americans (53%) indicate a preference for digital devices, compared to 33% for TV. Even fewer Americans express a preference for radio (7%) or print media (5%). These trends have remained largely stable since 2020.
Conclusion
This article draws on discussions surrounding digital consumption and consumer culture to present a variety of statistics and insights illustrating how digital platforms have emerged as powerful tools for political campaigns. Social media significantly influences voting intentions and behaviors, yet it poses a considerable risk as individuals may find themselves entrenched in echo chambers that reinforce specific political ideologies. This may discourage them from exploring broader perspectives and engaging in critical thinking. Moreover, the limited utilization of platforms favored by younger users for political campaigning may contribute to their disengagement and lead to biased or misinformed political views. While social media presents vast opportunities for political parties to connect with a wider audience and reach those previously deemed unreachable, neglecting these factors could severely undermine the effectiveness of democratic principles and practices.
Dr Bidit L. Dey
Associate Professor in Marketing
Sheffield University Management School (the University of Sheffield), UK
LinkedIn: Bidit Dey | LinkedIn
References for Further Reading
Dey, B.L., Yen, D. and Samuel, L., 2020. Digital consumer culture and digital acculturation. International Journal of Information Management, 51, p.102057.
Social Media Seen as Mostly Good for Democracy Across Many Nations, But U.S. is a Major Outlier | Pew Research Center.
Most talked about products/topics online in the UK 2024 | Statista
Which social networks did political parties use most in 2024? - UK Election Analysis